bringing your digital audience through · facebook tabs s time spent on the facebook mobile app per...
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![Page 1: Bringing Your Digital Audience Through · FACEBOOK TABS S Time spent on the Facebook mobile app per month (441 minutes) finally surpassed time spent on Facebook’s website (391)](https://reader033.vdocuments.us/reader033/viewer/2022042303/5ece571da59d69109e45df33/html5/thumbnails/1.jpg)
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Bringing Your Digital Audience Through
the Front Door
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Online to Offline
Selling Everything
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But it’s not so simple
100% success
online
offline
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Mea
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Measuring and tracking ROI was the #1 concern for franchisors in 2014
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The New Customer Journey
www
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Consumers Go Online For Purchase Decisions
of smartphone users say they consult their phones on purchases they’re about to make in a store.82%
of online consumers agree that the quality, timing and relevance of a company’s message influences their perception of a brand.
69%2015
“Near me” searches have grown 2X in the past year.
![Page 9: Bringing Your Digital Audience Through · FACEBOOK TABS S Time spent on the Facebook mobile app per month (441 minutes) finally surpassed time spent on Facebook’s website (391)](https://reader033.vdocuments.us/reader033/viewer/2022042303/5ece571da59d69109e45df33/html5/thumbnails/9.jpg)
Mobile Has Completely Shifted How Consumers Shop
EXLNCIA BRGRAMERICAN BISTRO & BAR
FACEBOOK TABS S
Time spent on the Facebook mobile app
per month (441 minutes) finally surpassed
time spent on Facebook’s website (391)
minutes
DEALSSSSS
Consumers will spend $5.5 billion by
2016 on daily deals, flash sales and
other online discounts, up 53% from
$3.6 billion this year
CLICK TO CALL L
LLeads generated from click to call
campaigns are 12-15 times more likely
to convert than leads generated from
website forms
LOCAL
50% of mobile searches are
conducted in hopes of finding local
results. 61% of those searches
results in a sale
Twitter’s top mobile client is
m.twitter.com (Twitter’s mobile
website) with 14% of total users
CLICK TO EMAIL
Email has reared its head and is now a
viable, most powerful mobile call to
action
of all Internet activity in the U.S.
originates from mobile devices60%
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What pieces do you connect to create an “online” to “offline”
conversion?
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The Real Formula to Increased Conversions
Reach the right customers
Through the right channels
At the right time
With the right message
Conversions
=
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How do you track your consumers’ online actions?
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Conversion-Tracking Tools and Drivers
Geofencing Conversiontracking pixels
Digital coupons
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Knowing who your audience is and what behaviors affect purchases at your business.
Targeting young people Targeting older folks
Reach the Right Customers
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Through the Right Channels
*For both the franchise brand and individual franchisees.
SEARCH
SEO
PPC
Retargeting
Maps listings
SOCIAL
Organic posts
Paid ads
Review management
Targeted
Opt-in
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Through the right channels
*For both the franchise brand and individual franchisees.
SEARCH
SEO
PPC
Retargeting
Maps listings
SOCIAL
Organic posts
Paid ads
Review management
Targeted
Opt-in
Find the right mix of solutions for your business
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At the Right Time
The same search is made for different reasons — depending on the time.
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With the Right Message
Craft the right message for the right audience.
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Who has done this well?
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Warby Parker
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Online-First Mentality
• Started as online-only eyeglass manufacturer
• Affordable, high-quality, on-trend
• Heavily advertised on Facebook and PPC
• Targeted younger demographic
• Bridged online-offline gap with first retail store in 2013
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Sporting Goods Retailer
Family-owned legacy sports equipment franchise with no e-commerce platform.
Used digital coupons in PPC ads.• Trackable through POS system• Competitive conquesting element
• People searching for “Dick’s Sports” or competing retailer got a discount coupon for the sporting goods retailer
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Solution: PPC + Facebook Ads
Case Study: Pinot’s Palette
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Campaign Details
Search Advertising (PPC)
• Locations: 4 corporate locations (+11 franchise locations added over the course of 2015)
• Goal: Drive prospects to purchase painting classes on their website
– Actual class purchase = Conversion
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Reach the Right Audience
• Women ages 35-55
• Certain locations have significant success with women 25+ and teens as well
Demographics
Targeted 10-15 miles around each location
Location
Each location has its own unique targeting mix
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Through the Right Channels
Using a conversion-tracking pixel, Pinot’s Palette was able to measure each PPC conversion.
Targeted keywords:Fun Paint Parties, Ideas for Corporate Events(among others)
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With the Right Messaging
Pinot’s PaletteBring Your Friends, Have A Drink & Be Inspired By Our Local Artists!www.pinotspalette.com/MemorialCity
We Do Corporate EventsLooking For A Creative & Unique Idea? We Can Help. Learn More Here!www.pinotspalette.com/Galleria
Sip Wine & Paint With UsBring Your Friends, Have A Drink & Be Inspired By Our Local Artists!www.pinotspalette.com/Galleria
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PPC Results
From October 2014-October 2015 for the 4 corporate-owned locations:
• CTR: 3.55%
• Conversion Rate: 4.84%
• 1,232 conversions
Generated at least $46,816 worth of sales in a 1-year period
*Based on minimum $38 order
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Campaign Details
• Locations: National – All locations
• Goal: Drive prospects to purchase painting classes on their website
Facebook Ads
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Reach the Right Audience
• Uses current email lists
• Creates audiences with similar attributes
• Targets ads to those new potential customers
Facebook Lookalike Audiences
Created with an emphasis on users interested in paint and wine
Persona
Each region has their own lookalike audience
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Through the Right Channels
Pinot’s Palette has:
• Entertainment-based offer
• Similarities in audience preferences
Why Facebook Ads? Facebook isn’t for shopping.
Compared to…
• An auto-repair franchise
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With the Right Messaging
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Generated at least $79,002 worth of sales in a 4-month period
*Based on minimum $38 order
Facebook Ad Results
From June to September 2015:
• 4,751,481 impressions
• 2,079 conversions
• Grew fan base by 6,240 likes
• $14.33 – average cost per conversion
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What is the real secret to increasing conversions?
Finding the right mix of solutions for your business
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Recap
Reach the right customers
Through the right channels
At the right time
With the right message
Conversions
=
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Q&A
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Learn MoreThe Facebook Playbook
for FranchisorsFranchising’s Take on
Digital Marketing
www.godigitalmarketing.com/ifa
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Thank You!